Truly innovative products are often the ones that bring ideas across categorical boundaries. But doing so creates potential confusion, and people devalue what confuses them.
The solution, difficult as it may seem, is to adopt a crisp identity instead.
After all, staking a claim on your identity is a key element of the entrepreneurial “bet”:
When introducing an entirely new product into the marketplace, make a choice about who you are.
You can make the amount of data available to a marketer bigger and bigger but without the adequate approach to thinking about research and insights it will have no impact whatsoever.
Think about it: A brand is the only corporate asset that, managed properly, will never depreciate. Never depreciate. Those are magic words.
Patents expire, software ages, buildings crumble, roofs leak, machines break and trucks wear out. But a well-managed brand can increase in value year after year after year.
Whatever you do out there: it acts and looks differently than you think it does in a lab, virtually, online, whatever it may be.
Getting out there and observing it directly is always, always going to be the best thing.